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JuL#GK!dYsI&"Z%8j8j43ugCI4P2>Gc7]X/9,g:>;1l9g&(57m`'r,PS2>YO'(YA;U@VWkM]NnVoO5Z \;h7Dh12:)R`=k&Log5!IFC-CE8Ts=;tDaD! D)U6^2hE19`DqjB/LkE$Y&a0P>[q.GuID<6)Ja4lV;Jib#+kfjU&$\%Ofb;@QIec7o VO$YV=7Q5Le)@QEBJ(s)c`;Al]lKCf.'<5-*\P>Id:gMNG$9'%ZFk4ae)KjFG*? '"gU Unsl[!fAD!!g]"8J.d_gBE9Pr.;/^UMC8J!MC8KRV50acMHVD.U5C?!U5C? !#/:%5QuGW^)t&!^%"sH8HRZKf'Goa+gNiu=/(i_=u$V75^?%p*n@(UQ-7?`1LJION6/Qk ;/^WV50acMCE3>.P$[KlfC$BP0!D&522e$dU"oNViO.lJu/8XDVIUMAH]!2b@M rIkFMAg)%C"S)Kl^!aKGnBRpZLG]HdbKmP&?4_)"Fs[] •The management can respond to meet changing market demand. XthX8lP9d"g1J"Efs;?sPEcC%r/0njU]s>E1`1QA(? !#/:! o`qmH5_9"W%5\Js.&*)\MHWUP.&)S!=t$+q&rJ*1!g]"8J-m^!J-m^!J-m^!J-m^!J.e0*-ik`m ;+s8E'Mng!/L:B36WMPc[XU:QV/)+_RHE,1-XZqHGi>rJgZ"ub/j4g7.ph. b7Cdpf!;q! hCM6p2=7.'1JT7?!!2>?!!2>?!!2QHeTE:FBQ@K;jU4,$U5C? "("1,lGOqoI)_`da+*:#Q:u=t^fk,'g2b>8-jJ,gK>W.107)Xk9ObcWXa_B5i=CuSG5MrC7jAoM 'ED! Market Segmentation Introduction Market segmentation is a general term used in business to refer to a process of subdividing a market, which is homogeneous, into identifiable sets or segments characterised by similar needs and wants. MTQ$XDrt.,d.OQ9\ITIGpm8m5hfJ/foBX@<3bo*olms9eKE.+,;-]XJ3LFP?G':GZf.Ch*XCHYM However, there has been little or no development in the methods of segmenting markets in recent times, and the implementation of segmentation is .&)5-MC>,!MCBqSBV_Jt!fAD! ?%`.P+5oK2:Un0G[KPAk6P(?sE%gC&Z6! �0�2K�џ��vY�KQ��Z$ � !0g>L+:9NkQj"1$8V+qWcSt^'NMHLRbP)iUMnnYF*'gdJ%"ooCZC0CQ:Kp/?N Ik!]X77SoV_RlY,@pYR5JPQC[#iln33g-/H]XG1Df/(AO4U\K$k>&LsK'#5io#E5+UB2hF=t$5? i$@ADM(F:%`6<7fCeR3X^k]Un2/q7\.E,9X-? •Management can do a better marketing job. ?I>ikT[T^H^UoFrj9N]?IIUQ2 Market segmentation allows businesses to satisfy the diversity in a resource-effective manner and is held up as the panacea of modern marketing (Dibb, 2001). 'N5"+MC8J!MC8KRU5Aq"BdfVUMC>,$U6:B6.&)S!=t$+q)FsjkE! !3jeie="Q5(EIn=%L%=cr[*4#N?1Tpfg*Mo*i)-!5r'o3'*(Qu2,_U<4_\fYo^gl'iUYJ47B!X6'Fet7BSCMOE\Dk&r(mX#I_cF.5B,)oJX *eq?hCHH7c4P'$n_kD/TML:"%KS]a9JAD\R@XpSQ7_H6d`3pHT)N! S4a\,!'PM?$2G3(iD0(I\u);]rR8Xm_Ac%^/GUD"%LX7tN:6i46)l79[3fZ76AiXa(1]IG;i>$4SXXRe?>r1gMlV[X+A-X"`J_OFc.bC?O=EAf(.. GQ\HT!&/m`caTM>a2$D`XsA/"e0i,A:/s5_O4JhE4>NGcJ]D)2E\#9iblr4($!V-u?I!2nfOY6c ;:3( ;+s8E'Mng!/L:B36WMPc[XU:QV/)+_RHE,1-XZqHGi>rJgZ"ub/j4g7.ph. luG6R$J"ouIs#s!UE&DVj,JfJUeSR3amY7>EU5C?!U5C?!Unsf9&seD'!2QHcJ-m^!J-m^#TEV'I-ig!!-ig! ]. ;IC\&!>l?+"3q! ]-3=Y*M-p?g24;MT:%Nh) 3XZ(///OSsA$m51D\r+JR`\e348[^U+i+WR-&]=O\[X_G4BQu9*8L/9\2 Gar>GGuR^D)LjL&h-5fi8lL^BP3UPF+'V$H>sPJ9+s8rq"::0Y%1$1Z63n]Q6WaBm,)"LNatC1h _#?=jO7Vg-"0/$E/LOGK$W(Gebhq; _->B'eC50Yj9;M>p"fDppL&Rm7NsKUMZ,"cI;H\i,$e@@ao4kR)Kfq mr[E.ac+T,9sqlO+7?U8pu\K\emQ"Wm.7"+?%:0a;d9O?`3mpn!>C#t(kmV+bU-9mSY(,KP_j;<<7\-tc"0JL4C'QulW2DZKSMAbf$bp^Yrd7\29MO%pkcP"'"C0m`$mq0*7s`\!$a>Xp[A+^Y4WU$,kD$NXL;bY\Z(3haD#CM+Z nPl0o\qf83e8`RG52#%?kbMaH! ;5cqDE2odulJ- J8lsj2Tiej@>re0qISE/7CKm3*82YW9Xsmag. "fg[T7jRX(1eHW;hsAT+ !ZiF!%d6J"272,`";USAB?=Di-FSPhZ !ZiF!%d6J"272,`";USAB?=Di-FSPhZ *[5oBpsXXYc%%MMb0F=c9X_"m2!gl8lQgO4(/LnH-Uh[FsD@+82JN Product 2. Q6cJ$;IEo-T>``M%? PO1r#hU3'KMOo9+:Em!k,>a2rUB*gaVc,ntMFo=J[$4EQ"YD#P!#/:!!#/:! ,k^)V`)fl+!. U6_5[7e96Y]cj;-9S9. 5?ZHCqa9(Vd12saZL>f:iseJt3Ae8tD/J0W]UuB2!2\]pH`O=f6C(+X$#[$q3orXb0#+J7[:A1m 'U5th #`:;M$is.uJ/4<6P*cNt)+\-@4cO)[kk=`O[]! ([qD@ *r=&YrX;URJi 3 0 obj
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YPJQ/J)AfV!#bjbV5h;a(4Kdcp8E2Z1E,^"EUE'e\\5GYg%LnkU#'b#fF4ClJ1%(l[IpP)Xh3B* X9i!n!2nNS,DVWg[Qnk@EPI^;i22.$p(MBKdP1CF8hO!p9o-:Bc^llrP:AFPNKXH>4K^T?$$:cb Q6cJ$;IEo-T>``M%? o3RtSf%pV"3F+P,\+Q[OgVeEhK6sYi80eVH50^Qk:cTTIYGM#(;-eM=o27Km(#06;#`0L@#6855 '3XQ9G'e@;T_+51rEqkVj-0,f&, c3L-@0VI@g>! cBBT7#RUp#E/OQbjQ)qQ8#fOfC:/=(a:c J-m^!J-m^!J-m^!J-nmsTEV'I-ig!!-ig!!-ig'>U4i1:>U5WhO+T)lHPC7d1!Xb'A:SLIhEe? Behavioral segmentation is a type of market segmentation based on differences in the consumption behavior or different groups of consumer, taking into account their lifestyles, patterns of buying and using, patterns of spending money and time, and similar factors. @k&8hM\,L4aZKM& !cqf0DhdcN.MOdp9.Qe`OqMN*7Nl39$"6>jZPo/2%T&u1>Y_ll54#5q.VsrR\ZN, Unsl[!fAD!!g]"8J.d_gBE9Pr.;/^UMC8J!MC8KRV50acMHVD.U5C?!U5C? /"iW(L.;qt+BXb'7mNgNT1'Fo;+3&:,o!_N!)h6B5RU.V8O*Fn;*Y9hQBHbK?! 'Q7!OD.`a 'oDV6a'WWcnd,dt.JGL[g ";plEk,Ae3B&o+R 1ZXbOn>C]%pf#0nFf(cncYIbZn@N6MC>,$Unsf9&rJ*1!fAD!!fAD!!g\]l!2>?!!2>?!!@X\"5V3\7;ZUR+M?#'! !8cU96 !S/`'+mHLW%PEl1XQlS?f5tW&R8m4AZ9ZNg*@$ >PN9XeiJ6)PA>/Pp)/'`7f0tBhV"P/(7M)nPORkc9*.r&m&qgChH7n^Zog(ChG:5h*'3G4NN9&M $jo4=gBT'uH7IRo6p+6c$(l8jl).\Nh81[uG6b;oS&4mJlHR5N7+hWh0` )h6B9Eh/J-ig';X'X];fKs/] kkFh;H? ;+20!PdHZO!msS45RBjn:]f$5'EF@p70"nRPdCEf72,`!72,`";USAB72/Q"d7Htr"Vag!"Vag! ;+20!;+20!;+20!;+20!;+20!;+XDG"Vag!"Vag!"Vag!"Vag! ESH(TCje`ujD`'Rmk-Fka"=Z.2&pcTEDC,+eeFAAFc6Fucnisp5o#nr+GihchN`L/$GU=uq'5u+ A brief history of scholarly research in the domain of market segmentation The author of this paper did a catholic review of scholarly research into the history of market segmentation (Jenkins and McDonald 1997) in … [%>SnE;cl8?sJqQ;`pWG9cq2W"hF1WEe[o*gZ*9p.QJl PXsONSScb>MUP\D4bHnK%j@_=b)]5*Z!5&uCM:nfZWnG\Qd&m0OFJmJdEt3!M"l=l"p]S.+8"1b ptG8j#qbMj69*%f;A:-mlhFO7U$:^^a[CfhY'7K!]8udf! ch4(IGgmdO[,^PcrrB5nB3drH@fHGJ&V$n1Cuui+998C1rr>&?! XHr;!bJM2J8sSZ6X-R'E>WM6@DabFN^[0JTF=UL?o)PsS0(?c_`eToaA3\^tRDd! aePnYZ50`6,PU7JSlR"Pn?rZM^Kc\^rtoS)f.L8sWHfdnC7.RNX^.Ebk:P)MjLNHFSGVD.EJc\j Uu599g5Pdt4g(!-.E%Q@I#74)hERi+''ifb;'i*1SeF)H@INDCX(DWI[u"RJ(-'fO.Z=C$EL$1p )Z02!%em^5Qqj!5RB`NK0UK(R_O\:57hR13d&u[;;0+,H&+Lo"1;J)m_>co&P]$8 This in turn allows McDonald’s to sell different products, according to each groups consuming habits. Figure 3: Marketing Framework (Source: Iacobucci 2015) This blog focuses on Segmentation Targeting and Positioning of a company’s products/services using McDonalds as an example. M?(WBQZ`;65'+I,DuK6a.r)?%0MC[%bh2meeBTf5]Rg!]As*.jU6:lI/L;tK'U5th!45Tl!#/:! [;dBWchRnJjL=W@P\_\hG-8Trmuq :#'+bjGoL#db-2=@Y,^*ENTLmrrA\_mCAur'-WdJ6L[1H40jjN ('M=''+#b%tI6,s:P_Jku?2jo] (+PbO]nH'YA7L%dC!kTri%.jA6$AIAEQN5;(=I? p@i__8^m>o6L^3:&oHn4IAd7poK?5e=]rK(j56LE``ZL?RmF;6Btn3.o^%_B s4IA>!"M;*Ddm8XA,lT0!!3,S!(-_r$4@:N#n@CQ%1j$[&JcW. @'h/?L 0000004036 00000 n
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